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BetMakers to supply CrossBet brand in Canada

| By Marese O'Hagan
BetMakers Technology Group is to power Australian operator CrossBet’s entry into Ontario's sports betting market.
NorthStar Gaming Canada

The supplier is to provide its sports betting platform to Cross Bet, with the expansion into the Canadian province complementing BetMakers’ roll-out in the US.

The launch marks CrossBet’s first move outside its native Australia, where it is licensed by the Northern Territory Racing Commission and by the South Australian Gambling Codes of Practice.

Christian Stuart, who was appointed North America CEO of BetMakers last month, commented on how the launch will enhance BetMakers’ presence in North America.

“We are excited to power the CrossBet brand with our proprietary wagering technology,” said Stuart.

“Launching in Ontario will be an exciting achievement for BetMakers as we continue to make inroads into the North American wagering market.”

CrossBet is a licenced bookmaker that implements cloud computing platforms to provide sport and racing betting to customers. It initially launched in Australia, with BetMakers providing the platform.

Jake Henson, COO of BetMakers, spoke of the opportunities available to both BetMakers and CrossBet through the expansion of their partnership.

“Since launching via BetMakers technology into the competitive Australian wagering landscape, CrossBet have quickly grown into a true up-and-comer in the digital space with their brand expanding into national sports league sponsorship in recent months,” said Henson.

“Their entry into Canada would represent BetMakers’ first sports betting platform launch into the North America market, complementing our existing digital racing platforms and demonstrating the depth and breadth of our digital capabilities.”

In August last year, single-event sports betting also became law in Canada after Bill C-218 received royal assent. The Bill was re-introduced to Canadian parliament in November 2020.

Ontario’s igaming market is set to launch on 4 April. The market was brought about by an announcement in April 2019 which saw the province’s Conservative government seek to end the igaming monopoly held by the Ontario Lottery and Gaming Corporation.

This progressed with the introduction and passing of a bill designed to open the market to new, private operators in 2020.

Scott Cross, CEO and founder of CrossBet, praised BetMakers’ platform and spoke about their existing relationship.

“We are very pleased to partner with BetMakers for CrossBet’s first foray into international expansion via the Canadian market,” said Cross.

“BetMakers have been key in our growth strategy in Australia, so it was an easy decision to continue the relationship as we look to expand our fast growth trajectory in Ontario. We know that BetMakers’ market leading technology will give us the tools we need to successfully implement our global growth strategy.”

BetMakers is also preparing to expand significantly in the US, where it will roll out fixed-odds betting on racing in New Jersey.

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